Hilton launches Apartment Collection as 26th brand

Hilton has launched its 26th brand, Apartment Collection by Hilton, which will open for bookings from the first half of 2026.

Apartment Collection by Hilton will launch its first properties in the US in New York City, Washington DC and Atlanta in partnership with Placemakr, a DC-based hospitality brand and operator offering flexible, short-term and extended-stay type accommodation in urban and suburban areas.

The new lodging category aims to build on Hilton’s existing global inventory of 10,000 apartment-style units.

Hilton expects to add 3,000 more units through its partnership with Placemakr, as well as other franchise agreements with new owners in the multi-family segment.

Apartment Collection properties will offer studio to four-bedroom furnished apartments that can suit the demands of family getaways, friends’ reunions and extended work trips.

They will also feature kitchens, on-site laundry and dedicated team members available on-site 24/7 to provide what Hilton described as “hospitality-driven apartment stays”.

Some properties will come with additional amenities such as rooftop pools, terraces, communal workspaces and on-site dining and retail.

Chris Nassetta, president and chief executive of Hilton, said: “Apartment Collection by Hilton represents the next chapter in Hilton’s growth story and the ways we are evolving to meet growing guest demand for this dynamic segment of hospitality.”

Bao Vuong, co-founder and president at Placemakr, added:“Placemakr is proud to bring our deep expertise in the furnished apartment space to this innovative new brand with Hilton. We’ve pioneered the furnished apartments asset class property by property, stay by stay, and to continue that work alongside the world’s most valuable hotel brand is so exciting.”

PJT Partners and Goldman Sachs & Co were the strategic financial advisors on this partnership for Hilton and Placemakr.

Hilton operates 26 brands globally, including Waldorf Astoria Hotels & Resorts, Graduate Hotels and Spark by Hilton, in 141 countries and territories.